(Writer: Kainat Rajput)
(Publish from Houston Texas USA)
HOUSTON, TX — The American Community Media (ACoM) hosted its Year-End 2025 and Appreciation Holiday Luncheon on Tuesday, December 16, 2025, at the renowned Shanghai Restaurant, bringing together the Greater Houston Ethnic Media Team for a pivotal event. The gathering served as a dual celebration of the year’s significant achievements and a strategic convocation to address the profound challenges facing the ethnic media sector. Under the leadership of the esteemed Sandy Close, the event culminated in a powerful, unified commitment to an “aggressive” and dominant strategy for the coming year.
The luncheon began with a heartfelt expression of appreciation for the organizers, supporters, and partners whose dedication is indispensable to ACoM’s mission. Special recognition was given to Sandy Close and her core team for their tireless efforts throughout 2025, specifically acknowledging the crucial contributions of Nakia Cooper, Yesenia Razo, and Nguyen Lee. Their work was repeatedly cited as the driving force behind the collective’s ability to not only sustain but significantly expand its influence within the complex media landscape.
The State of Ethnic Media: A Candid Assessment and Call to Action
A central and urgent theme of the day was the struggle and resilience of ethnic media in the contemporary environment. Sandy Close provided a candid and sobering assessment, noting that the sector has faced considerable difficulties over the past five to ten years. She characterized the current moment as “one of the worst times of all time in US history” for ethnic media, underscoring the critical need for a unified and decisive response.
This candid perspective set the stage for a powerful call to action. Close urged the assembled media professionals to adopt a “very aggressive” approach for the new year. The message was unequivocal: to overcome systemic challenges and ensure future viability, the community must “join our forces and resources” to develop a comprehensive, collaborative plan. The collective goal is to ensure that 2026 becomes a “very successful year” for ethnic media outlets across Houston and beyond, moving from mere survival to active dominance.
2025: A Year of Landmark Achievements and Increased Visibility
The event featured a detailed review of 2025, highlighting several key milestones that demonstrated the collective’s unique power, professionalism, and deep community roots. These successes served as a powerful foundation for the ambitious 2026 strategy.
Nakia Cooper, a key coordinator, provided a detailed account of the year’s major victories, emphasizing the unparalleled experience within the cohort. She proudly noted that many ethnic media outlets have been in existence for 20, 30, or even 40 years, asserting, “we’re the aficionados here.” This deep institutional knowledge, she argued, gives the collective a significant advantage over “new school producers” who are “fresh out of college.”
The Ethnic Media Expo: Forcing Acknowledgment
A significant highlight was the successful execution of the Ethnic Media Expo. The event was instrumental in showcasing the sheer scale and professionalism of the Greater Houston Ethnic Media Team. Cooper revealed that the presence of so many multilingual, multicultural outlets came as a surprise to local elected officials, who admitted, “I had no idea that there were these many multilingual, multicultural outlets in this city.” This moment of recognition was framed as a crucial step, with the collective now “forcing them to look and acknowledge” the true breadth of the media landscape. This acknowledgment is vital to securing a permanent “seat at the table” in future civic and political discussions.
Dominating the Citizenship Campaign
T he ACoM collective was recognized as a “force to be reckoned with” in the recent citizenship campaign, with Cooper proudly stating that the team “actually dominated.” The success of this campaign was not just qualitative but was supported by impressive metrics that demonstrated the superior efficacy of community-based media:
| Metric | Result | Impact |
| Unique Content Pieces | 50 | Showcased diverse perspectives and stories. |
| Community Events | 10 | Provided direct, in-person engagement. |
| Impressions | Hundreds of thousands | Ensured widespread reach within target communities. |
This success was attributed to the collective’s ability to “meet people where they are,” effectively bypassing the often-ineffective strategies of larger agencies. Cooper pointed out that big agencies frequently give money to major news stations for 30-second commercials that result in “zero impact or little impact.” In contrast, the ACoM collective demonstrated that their targeted, community-centric approach delivers tangible results and empowers citizens with vital information.
Gaining Mainstream Recognition: Texas Tribune TripFest
Another key achievement was the collective’s presence at the Texas Tribune TripFest, a major “mainstream” festival. This participation marked a significant step in gaining broader recognition and legitimacy outside of the ethnic media sphere. The team’s professionalism and quality of work drew considerable attention, with attendees asking, “Who are you? Where are you from?” Cooper noted that the team’s “powerful questions, the powerful platforms,” and exceptional “digital photography just blew everybody out of the water,” solidifying their reputation as a high-caliber media organization.
Investing in the Future: Fellowships and Cohort Growth
Nguyen Lee highlighted the success of the new fellowship program as a major high point for 2025. This program, the first of its kind outside of the regular briefings, was celebrated for its ability to foster talent and innovation. Lee noted that it was an “amazing experience” to see the type of high-quality content the cohort members could create on their own. Furthermore, Lee celebrated the continued expansion of the ACoM community, noting the presence of “new faces” and the growth of the network beyond its original 10 to 12 members. This growth is a testament to the cohort’s enduring appeal and its vital role in developing the next generation of ethnic media professionals.
The Strategic Roadmap for 2026
The collective’s forward-looking strategy, spearheaded by Sandy Close, is focused on translating the successes of 2025 into a position of dominance in 2026. The plan is built on three core pillars:
⦁ Voice Amplification: Ensuring the collective’s voices are heard on all platforms, from local government to mainstream media.
⦁ Securing the Seat at the Table: Solidifying their position as essential stakeholders in civic and political discourse.
⦁ Digital Footprint Expansion: A focused effort to significantly increase their online presence and reach, recognizing that this is the future of media engagement.
The Greater Houston Ethnic Media Tribe concluded the event with a shared sense of optimism and determination. They are collectively looking forward to a fabulous new year in 2026, driven by the renewed commitment to collaboration, resource-sharing, and a unified strategy to continue “participating and dominating.” The team extended its best wishes and success to all organizers, supporters, and partners whose crucial roles are indispensable to the continued success of American Community Media.
The comprehensive nature of the event and the detailed strategic planning ensure that the Greater Houston Ethnic Media Team is well-positioned to not only survive but thrive in the coming year.
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